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Understanding 9/111 online resource (xii, 241 pages) :
In Leap, Bob Schmetterer shows advertisers how to combine advertising creativity and bottom-line realities to develop winning business strategies and winning ad campaigns. He analyzes some of the most creative business ideas in history, showing how successful advertising and marketing strategies do more than simply communicate the brand-they define it. Advertisers know how to create demand for an existing brand, but Schmetterer argues that the next challenge for advertisers is to help their clients apply creative thinking to their core business strategy before they launch a branding blitz
"An Adweek book."
Includes bibliographical references (pages 226-230) and index
Print version record
LEAP CONTENTS INTRODUCTION Why Leap? CHAPTER 1 Tales of a Left-Brain/Right-Brain Thinker CHAPTER 2 Creative Business Ideas CHAPTER 3 Creativity at the Top CHAPTER 4 The Creative Corporate Culture
CHAPTER 5 Creativity at the Heart of Business Strategy CHAPTER 6 Do You Know What Business You Are In? CHAPTER 7 The End of Advertising ... the Beginning of Something New
In Leap, Bob Schmetterer shows advertisers how to combine advertising creativity and bottom-line realities to develop winning business strategies and winning ad campaigns. He analyzes some of the most creative business ideas in history, showing how successful advertising and marketing strategies do more than simply communicate the brand-they define it. Advertisers know how to create demand for an existing brand, but Schmetterer argues that the next challenge for advertisers is to help their clients apply creative thinking to their core business strategy before they launch a branding blitz
"An Adweek book."
Includes bibliographical references (pages 226-230) and index
Print version record
LEAP CONTENTS INTRODUCTION Why Leap? CHAPTER 1 Tales of a Left-Brain/Right-Brain Thinker CHAPTER 2 Creative Business Ideas CHAPTER 3 Creativity at the Top CHAPTER 4 The Creative Corporate Culture
CHAPTER 5 Creativity at the Heart of Business Strategy CHAPTER 6 Do You Know What Business You Are In? CHAPTER 7 The End of Advertising ... the Beginning of Something New
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